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The At|vantage Clients for Life Philosophy
When you calculate the actual cost contacting a client, gaining their trust and respect, the hours spent providing the service needed to buy, sell or refinance a home, you would think that one would value that relationship.
Once conquered though, it is on to new conquests.
Apparently we forgot the old cliché “a bird in the hand is worth two in the bush.” Rather that deal with the real business opportunity at hand we are spending too much time with the two in the bush. Building a loyal and committed client base with a past, privates the formula for future success. Building a formula and system for managing this client base, as well as creating and understanding the value of that relationship is what CLIENTSforLIFE is all about. It is what being a customer atvantage is all about. Atvantage when a customer becomes a CLIENTSforLIFE what the lifetime value of that client is, what the current value of that client is and you can create a process to manage the information and relationship to keep you time and attention focused on the prize: Your Past Client.
The CLIENTSforLIFE program includes the following tools, benefits and systems:
• Lifetime value of a client calculator will track actual client value on a measurable financial basis. Calculating actual commissions earned on transactions plus direct and trailing referrals giving a weighted financial benefit analysis so that you know whom your top clients really are.
• SourceTree is a charting system that provides a genealogy of you past clients and their relationship. Visually see your business unfold and grow. As a marketing tool the SourceTree will communicate your desire to give credit where credit is due and also show that you appreciate, acknowledge and keep track of everyone you have had the opportunity to serve.
• Contact management Modules with automatic processes for e-mail, direct mail, and telemarketing contacts. Newsletters, special bulletins, updates and reminders can become an automatic process and tickler to generate referrals, ensure presence when future real estate needs arrive. Specific messaging, acknowledgements, reports and offers will keep relationship fresh and “top of mind.”
• Award/Reward. Is an atvantage acknowledgement of client’s value to company and appreciation for business? It also serves as a reminder and encouragement to provide additional referrals. By creating a club status where there standing is bases upon a contribution to the bottom line. It creates a belonging and exclusivity and a desire to grow from being a satisfied customer to a raving fan. Similar to frequent flier miles and membership reward programs the Award/Reward can provide quarterly accounting of status. From certificates of appreciation to client appreciation benefits tailored to their point level.
This is an example of the benefits and rewards:
Bronze
Membership: Any atvantage client.
Benefits: Annual client appreciation event
Discounts and special offers from vendors and sponsors
Certificates of Appreciation
Web site member’s access
Silver
Membership: Commissionable income generated above $50,000
Benefits: Annual Silver members company sponsored social event – movie preview, sporting event, plays, dinners, etc.
Free investor tapes, videos, reports, seminars, etc.
Annual client appreciation event
Discounts and special offers from vendors and sponsors
Certificates of Appreciation
Web site member’s access
Gold
Membership: Commissionable income generated above $100,000
Benefits: Annual Gold Members Company sponsored social event
Surprise gift certificates, dinner, and sporting event
Annual Silver Members Company sponsored social event – movie preview, sporting event, plays, dinners, etc.
Free investor tapes, videos, reports, seminars, etc.
Annual client appreciation event
Discounts and special offers from vendors and sponsors
Certificates of Appreciation
Web site member’s access
From the information gathered from the lifetime client calculator allocated a certain dollar to be set aside to fund these benefits. This may be 2.5% of gross commission. If someone generates $50,000 a year in commissionable income, this would be $750. Establish a benefits package that generates maximum value for these funds. The key is to set up accounts and fund it from closings so that this is considered a cost of the transaction. This will ensure that it is willingly and gladly spent. This investment will be returned 100 fold in client goodwill and referrals.
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